Magazine article Marketing

Editor's Comment: A More Worldly Innocence

Magazine article Marketing

Editor's Comment: A More Worldly Innocence

Article excerpt

Innocent's decision to drop its Village Fete summer event has highlighted something that has always intrigued me about brand experiences.

It takes a pretty committed consumer to turn up for an event that is, essentially, a celebration of a particular brand; a voluntary marketing exercise. By their nature, these events are likely to be attended by brand enthusiasts, so appear to be very much about preaching to the converted.

For some, the concept of people turning up to support their favourite football club each week is difficult to fathom, but replace the fan's chosen team with their most-loved drink and it begins to sound a bit daft. Yet friends who have been to one of Innocent's annual shindigs say they are well-attended and enjoyable. The 2007 event attracted 60,000 people.

Let's be clear. There is a key difference between branded gatherings such as Innocent's Fete or Ben & Jerry's Summer Sundae, and major events like the V Festival, where the emphasis is on music, rather than the Virgin brand. …

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